As Americans, we are a famously generous people. We’re also famously self-reliant and innovative. Ideally, philanthropy should unite the best of our impulses with the best of our abilities, marrying purpose to efficacy. As blind faith in large institutions recedes, enter the golden age of the philanthropic entrepreneur.

Renaming Planned Parenthood to reflect its true role as a giver of women's health care would be a hell of a powerful branding move, one that could relegate abortion to 3% of the conversation instead of 100%, and galvanize the mission of serving women and thereby men, family, and society.

Susan B. Komen For The Cure's decision to pull funding from Planned Parenthood, and its reaction to the backlash that followed, were a public relations disaster and a classic example of what not to do.